In the Shopzilla (Bizrate) rating of website quality:
a. purchasers are surveyed at the time of purchase and after some time has elapsed.
b. visitors are asked to rate the ease of using the website.
c. both of the above.
Question 2One issue with marketers sending advertising messages to cell phones is that ____.
a. interference may cause noise in the communication process
b. recipients may immediately delete the item and hold negative feelings toward the advertiser
c. clutter is already a problem with this form of marketing communication
d. this form of marketing communication results in wasted coverage
e. the target audience for this form of marketing communication is too small to be cost effective
Question 3Which of the following is FALSE?
a. With a ratio scale, it is possible to have zero amount of some attribute.
b. There are few psychological constructs that can reasonably be assumed to have a natural or absolute zero.
c. When using a ratio scale, it is inappropriate to calculate a mean score.
d. Both a and b are correct.
e. a, b, and c are correct.
Question 4Tests that marketers can perform to improve their websites include:
a. alpha testing.
b. concept testing.
c. navigation testing.
Question 5Now mobile phones are common audio-visual devices for receiving information, entertainment, and advertisements and are being dubbed as the ____.
a. hot spot
b. first screen
c. second screen
d. third screen
e. next wave
Question 6Which of the following is TRUE?
a. Age is an example of a ratio scale.
b. The number of children in the family is an example of an interval scale.
c. Brand names of automobiles owned is an example of an ordinal scale.
d. A person's monthly gasoline expenditure in dollars is an example of a ratio scale.
e. Both a and d are correct.
Question 7The site navigational structure:
a. the first step in the web development process.
b. a technical issue to be handled by the informational technology department.
c. takes into account how easy it is to move around the site.
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